Sufferers of bone and joint pain are looking to natural product retailers for education and relief.
Everyone gets a little bit older each day; there is no avoiding that. While aging Baby Boomers may forge the bone and joint health category, they’re not alone. Eveeryone, from young athletes to seniors are also feeling the pain.
According to 2007-09 data from the National Health Interview Survey (NHIS), an estimated 50 million (22 percent) adults in the U.S. reported that they have some form of arthritis, as diagnosed by their doctor. Additionally, data from the 2003 NHIS estimated that by 2030, 67 million Americans (25 percent) ages 18 and older will have doctordiagnosed arthritis.
“The increasing aging population is driving consumer interest in joint health supplements as more people are susceptible to degenerative joint conditions,” said Joosang Park, vice president of scientific affairs at BioCell Technology LLC (Newport Beach, CA).
“Bone and joint health is extremely important,” said retailer Nancy Sheets, owner of Nature’s Goodness (Middletown, RI). “Many have osteopenia, osteoporosis, shoulder and/or hip surgeries which may be pending or recovering from and, of course, arthritis is the big one. They aren’t happy with the pain creeping up on them and want some relief.”
Osteoarthritis
Osteoarthritis (OA), the most common form of arthritis affects approximately 33 million Americans. A condition once thought to be due simply to wear and tear on the cartilage of a joint, OA is now known to be a complex process that involves an active disease process.
Aging is a common cause and other factors include sports injury, obesity and muscle weakness.
“Typically, those affected [with OA] will notice signs in their middle ages, 40s or 50s,” said Dean Mosca, president of Proprietary Nutritionals Inc. (Kearny, NJ). “With that in mind, the Baby Boomer population is prime for products that can help support their joints—and the upper tier of Generation X (beginning in 1965) will soon also be more keen for purchase.”
Osteoporosis
Although many think that osteoporosis only affects women, they are greatly mistaken. While it is more common in women than men, anyone is susceptible to osteoporosis. According to the National Osteoporosis Foundation (NOF), 44 million (55 percent) of Americans age 50 and older have low bone density or osteoporosis. Women account for 80 percent of that number, while 20 percent of men have osteoporosis. NOF estimates that by 2020, half of all Americans over the age of 50 are expected to have low bone density or osteoporosis.
Over the Counter
Consumers are looking for lasting relief for their aches and pains, but do not want to become dependent on prescription medication. “Almost all joint health ingredients in the market appeal to the subjects with degenerative joint conditions such as OA who are eager to improve associated symptoms such as pain, stiffness and mobility restriction,” said Park. “As of now, half of analgesic prescriptions in outpatient clinics are due to the painful and debilitating joints, and existing medical treatments are not suitable for safe, effective and cost-effective solutions for long-term use.”
With more than 100 different forms of arthritis, finding the right bone and joint supplement that tends to a specific ailment has become very important to consumers, and they are relying on retailers to guide them in the right direction. “It is an everyday request from both men and women,” added John Miklatek, owner of Food Liberation (New York, NY). “They come up to the counter and they want to be educated and inspired. They are very trusting of us.” Retailer Sheets said she also finds that many customers are coming to her and her staff for advice and guidance.
“Unfortunately, very few doctors in our area recommend anything other than fish oil; therefore most customers are searching for something to take for pain relief rather than taking more meds,” she said. “Customers feel confident with our recommendations.”
So Many Options
With so many products on the market, consumers have a number of options of delivery methods—from capsules to liquid form, retailers offer a plethora of choices. “Tablets and capsules (along with soft gels) remain king here,” stated Mosca. “Typical condition-supportive supplements and meant to be taken long term. Sublingual supplements tend to be more preferred when a more immediate effect is necessary or desired. And of course, functional beverages add refreshment and good taste.”
Although pills, capsules and soft gels are the most commonly used supplements for bone and joint health, consumers still have a wide variety of options before them.
In 2004, Proprietary Nutritionals introduced Celadrin®, a natural compound composed of animal-sourced esterified fatty acid carbons (EFACs). Clinical trials of the soft gel have shown it to be safe, non-toxic and effective in improving joint flexibility and reducing pain. The success of the original made room for Vege-Celadrin®, a plant-sourced material that would deliver the same benefits as conventional Celadrin, but made specifically for vegan consumers.
SPINS data shows that plant calcium products are popular with consumers in the independent chain and health food store market. So it seems likely that more plant-based bone and joint products will hit the market.
Another plantbased bone and joint product is AlgaeCal®. AlgaeCal is the first plant-based calcium product shown [in independent research] to improve bone density. According to Dean Neuls, president and CEO of Algaecal, Inc. (Vancouver, BC, Canada), and Bill Downs, president of Allied Nutraceutical Ingredients (Lederach, PA), “AlgaeCal is the only form of calcium that is USDA Certified Organic, the only plant calcium that is FDA approved as a new dietary ingredient and the only form of calcium shown to promote bone growth.”
Calcium, Vitamins C & D are Key
Because the body cannot produce calcium on its own, it is important to get it from other sources such as foods high in calcium or a supplement. Vitamin D also plays an important role in healthy bone development by helping the absorption of calcium.
Triple-Action BoneCal™ by Quality of Life Labs (QOL, Purchase, NY) contains DimaCal® calcium, vitamins D3 and K2, magnesium and CoreMax™, a patented extract of Japanese algae that has been shown [in human clinical studies] to suppress the destruction of existing bone. “We sought to develop a complete formula that combines the most clinically researched ingredients in delivers them in dosages consistent with clinical research,” said Dan Lifton, COO of QOL.
“Often we overlook the fact that bone is composed of minerals and protein,” added Angelica Vrablic, PhD, nutrition research manager for American Health (Ronkonkoma, NY). “The most abundant protein in the human bone is collagen, and vitamin C is essential for collagen production. Combining both Ester-C vitamin C and vitamin D in a once daily formula—Ester-C with D3 Bone & Immune Health Complex—provides a smart, healthy way to receive the benefits of a high-potency vitamin D3 supplement along with the advanced active immune system support of Ester-C.”
Ester-C with D3 Bone & Immune Health Complex provides both immune wellness and bone health by packing 10 times the daily recommended daily level of vitamin D3 (5,000IU) and 1,000mg of vitamin C, according to the company.
The Incredible Egg
Membrell (Carthage, MO) has three products on the market that cater to those with bone and joint issues— JOINThealth™, JOINThealth™ Plus Antioxidants and BONEhealth™ all utilize Natural Eggshell Membrane (NEM®) and EggShell Calcium (ESC®).
According to Kevin Ruff, PhD, MBA and director of scientific and regulatory affairs for Membrell, “The most exciting new ingredient on the market is NEM. Published clinical studies show NEM requires only a single 500mg dose per day to reduce pain and increase flexibility in just 10 days. This is what consumers want: convenience and effectiveness.”
At Nature’s Goodness, Sheets said that BONEhealth and JOINThealth Plus are top-sellers.
“People are always surprised to learn that something as simple yet complex as the egg can provide joint and bone support,” added Chris Haynes, director of sales for Membrell.
Drink Yourself Healthy
The Natural Marketing Institute (NMI) reports that 30 percent of those taking supplements are interested in alternative forms. Further, recent studies have shown that 40 percent of American adults have difficulty swallowing pills.
For those who have trouble swallowing pills, Joint Juice, Inc. (San Francisco, CA) offers Joint Juice®, a quickly absorbed glucosamine supplement drink. The company recently launched the Joint Juice® Easy Shot™ for customers looking for a more simplified health regimen.
Another way to get bone and joint relief in liquid form is Jusuru Life Blend, and, according to the company, Jusuru is the only way to get BioCell Collagen II® in liquid form. BioCell Collagen II is a multipatented blend of skin and joint supporting hyaluronic acid, collagen and chondroitin sulphate, resveratrol and various exotic fruits from around the world that are known for their antioxidant properties.
While You Were Sleeping
Supplement manufacturers continue to seek new and innovative products to make consumers’ health routines easier. When taken before bed, R.E.M.edy by TycolaPro (San Pedri, CA) allows for bone/muscle/joint recovery during sleep. “R.E.M.edy is the first premium Altai Moomiyo soft gel supplement that penetrates quickly to prevent and heal muscle and joint damage while you sleep,” said Tyler Vissers, president of TycolaPro. “REM is the most vital stage of sleep in order for the body to heal and recover; R.E.M.edy contains all the nutrients needed and provides essential support to optimize the results of this regenerative process. Premium Altai Moomiyo, the world’s strongest adaptogen, blended with other nutrients, provides the most comprehensive recovery blend.”
TycolaPro is also working on a daytime formula that will give the body a boost of energy and antioxidants without a jittery feeling. The daytime formula will premier at Expo West in Anaheim, CA, and will be available in late spring.
Not Just For Seniors
Seniors aren’t the only people affected with bone and joint conditions. In fact according to the 2001-04 National Ambulatory Medical Care Survey, an estimate 294,000 children under the age of 18 (approximately one in every 250 children) in the U.S. have some form of arthritis or rheumatic condition.
“Bone and joint products appeal to all age groups,” said Vissers. “Our product, in particular, is popular among high school athletes who want to be able to recover from workouts faster as well as senior citizens who get relief from stiff muscles and joints.”
Strong bone development early in life may help young people avoid bone and joint problems later in life. According to the National Institute of Child Health and Human Development (NICHD), peak skeletal growth occurs during tween and teen years. By the time teens finish their growth spurt around the age of 17, 90 percent of their bone mass is established.
Education
If consumers educate themselves early on, they could get a head start and can lessen or possibly avoid a lot of pain and suffering. “There is a strong need for education in this category,” stated David Ritterbush, CEO for Joint Juice, Inc. “The vast majority of the population is relatively unaware of the state of their joint health, yet the topic is more relevant than ever.”
Retailers can advise customers to get enough calcium, vitamin D and exercise to protect their bones. Continued research also benefits the consumer by giving them more options and opening their eyes to what works and what does not. “The increase in scientific research will benefit consumers by expanding their choice and also by differentiating safe and effective joint ingredients,” said Park.
For Sheets and her staff, much work is done to ensure her customers have the best options to relieve their aches and pains. “I do a lot of research on the products that are carried before they are brought to the store. I must feel they are the best on the market and the company is going to support me with trainings, literature and promotional support so that I can survive in this mass market, internet bargain world.”
“While there are hundreds of bone and joint health supplements out there, the only products that we know will work are those that contain clinically proven ingredients in clinically proven doses,” concluded Lifton. “This message resonates with customers, builds trust and leads them to purchase products that work, driving repeat purchases and word-of-mouth promotion. So it becomes a true win-win for the consumer, the retailer and the supplement manufacturer.”
Sufferers of bone and joint pain are looking to natural product retailers for education and relief.
Everyone gets a little bit older each day; there is no avoiding that. While aging Baby Boomers may forge the bone and joint health category, they’re not alone. Eveeryone, from young athletes to seniors are also feeling the pain.
According to 2007-09 data from the National Health Interview Survey (NHIS), an estimated 50 million (22 percent) adults in the U.S. reported that they have some form of arthritis, as diagnosed by their doctor. Additionally, data from the 2003 NHIS estimated that by 2030, 67 million Americans (25 percent) ages 18 and older will have doctordiagnosed arthritis.
“The increasing aging population is driving consumer interest in joint health supplements as more people are susceptible to degenerative joint conditions,” said Joosang Park, vice president of scientific affairs at BioCell Technology LLC (Newport Beach, CA).
“Bone and joint health is extremely important,” said retailer Nancy Sheets, owner of Nature’s Goodness (Middletown, RI). “Many have osteopenia, osteoporosis, shoulder and/or hip surgeries which may be pending or recovering from and, of course, arthritis is the big one. They aren’t happy with the pain creeping up on them and want some relief.”
Osteoarthritis
Osteoarthritis (OA), the most common form of arthritis affects approximately 33 million Americans. A condition once thought to be due simply to wear and tear on the cartilage of a joint, OA is now known to be a complex process that involves an active disease process.
Aging is a common cause and other factors include sports injury, obesity and muscle weakness.
“Typically, those affected [with OA] will notice signs in their middle ages, 40s or 50s,” said Dean Mosca, president of Proprietary Nutritionals Inc. (Kearny, NJ). “With that in mind, the Baby Boomer population is prime for products that can help support their joints—and the upper tier of Generation X (beginning in 1965) will soon also be more keen for purchase.”
Osteoporosis
Although many think that osteoporosis only affects women, they are greatly mistaken. While it is more common in women than men, anyone is susceptible to osteoporosis. According to the National Osteoporosis Foundation (NOF), 44 million (55 percent) of Americans age 50 and older have low bone density or osteoporosis. Women account for 80 percent of that number, while 20 percent of men have osteoporosis. NOF estimates that by 2020, half of all Americans over the age of 50 are expected to have low bone density or osteoporosis.
Over the Counter
Consumers are looking for lasting relief for their aches and pains, but do not want to become dependent on prescription medication. “Almost all joint health ingredients in the market appeal to the subjects with degenerative joint conditions such as OA who are eager to improve associated symptoms such as pain, stiffness and mobility restriction,” said Park. “As of now, half of analgesic prescriptions in outpatient clinics are due to the painful and debilitating joints, and existing medical treatments are not suitable for safe, effective and cost-effective solutions for long-term use.”
With more than 100 different forms of arthritis, finding the right bone and joint supplement that tends to a specific ailment has become very important to consumers, and they are relying on retailers to guide them in the right direction. “It is an everyday request from both men and women,” added John Miklatek, owner of Food Liberation (New York, NY). “They come up to the counter and they want to be educated and inspired. They are very trusting of us.” Retailer Sheets said she also finds that many customers are coming to her and her staff for advice and guidance.
“Unfortunately, very few doctors in our area recommend anything other than fish oil; therefore most customers are searching for something to take for pain relief rather than taking more meds,” she said. “Customers feel confident with our recommendations.”
So Many Options
With so many products on the market, consumers have a number of options of delivery methods—from capsules to liquid form, retailers offer a plethora of choices. “Tablets and capsules (along with soft gels) remain king here,” stated Mosca. “Typical condition-supportive supplements and meant to be taken long term. Sublingual supplements tend to be more preferred when a more immediate effect is necessary or desired. And of course, functional beverages add refreshment and good taste.”
Although pills, capsules and soft gels are the most commonly used supplements for bone and joint health, consumers still have a wide variety of options before them.
In 2004, Proprietary Nutritionals introduced Celadrin®, a natural compound composed of animal-sourced esterified fatty acid carbons (EFACs). Clinical trials of the soft gel have shown it to be safe, non-toxic and effective in improving joint flexibility and reducing pain. The success of the original made room for Vege-Celadrin®, a plant-sourced material that would deliver the same benefits as conventional Celadrin, but made specifically for vegan consumers.
SPINS data shows that plant calcium products are popular with consumers in the independent chain and health food store market. So it seems likely that more plant-based bone and joint products will hit the market.
Another plantbased bone and joint product is AlgaeCal®. AlgaeCal is the first plant-based calcium product shown [in independent research] to improve bone density. According to Dean Neuls, president and CEO of Algaecal, Inc. (Vancouver, BC, Canada), and Bill Downs, president of Allied Nutraceutical Ingredients (Lederach, PA), “AlgaeCal is the only form of calcium that is USDA Certified Organic, the only plant calcium that is FDA approved as a new dietary ingredient and the only form of calcium shown to promote bone growth.”
Calcium, Vitamins C & D are Key
Because the body cannot produce calcium on its own, it is important to get it from other sources such as foods high in calcium or a supplement. Vitamin D also plays an important role in healthy bone development by helping the absorption of calcium.
Triple-Action BoneCal™ by Quality of Life Labs (QOL, Purchase, NY) contains DimaCal® calcium, vitamins D3 and K2, magnesium and CoreMax™, a patented extract of Japanese algae that has been shown [in human clinical studies] to suppress the destruction of existing bone. “We sought to develop a complete formula that combines the most clinically researched ingredients in delivers them in dosages consistent with clinical research,” said Dan Lifton, COO of QOL.
“Often we overlook the fact that bone is composed of minerals and protein,” added Angelica Vrablic, PhD, nutrition research manager for American Health (Ronkonkoma, NY). “The most abundant protein in the human bone is collagen, and vitamin C is essential for collagen production. Combining both Ester-C vitamin C and vitamin D in a once daily formula—Ester-C with D3 Bone & Immune Health Complex—provides a smart, healthy way to receive the benefits of a high-potency vitamin D3 supplement along with the advanced active immune system support of Ester-C.”
Ester-C with D3 Bone & Immune Health Complex provides both immune wellness and bone health by packing 10 times the daily recommended daily level of vitamin D3 (5,000IU) and 1,000mg of vitamin C, according to the company.
The Incredible Egg
Membrell (Carthage, MO) has three products on the market that cater to those with bone and joint issues— JOINThealth™, JOINThealth™ Plus Antioxidants and BONEhealth™ all utilize Natural Eggshell Membrane (NEM®) and EggShell Calcium (ESC®).
According to Kevin Ruff, PhD, MBA and director of scientific and regulatory affairs for Membrell, “The most exciting new ingredient on the market is NEM. Published clinical studies show NEM requires only a single 500mg dose per day to reduce pain and increase flexibility in just 10 days. This is what consumers want: convenience and effectiveness.”
At Nature’s Goodness, Sheets said that BONEhealth and JOINThealth Plus are top-sellers.
“People are always surprised to learn that something as simple yet complex as the egg can provide joint and bone support,” added Chris Haynes, director of sales for Membrell.
Drink Yourself Healthy
The Natural Marketing Institute (NMI) reports that 30 percent of those taking supplements are interested in alternative forms. Further, recent studies have shown that 40 percent of American adults have difficulty swallowing pills.
For those who have trouble swallowing pills, Joint Juice, Inc. (San Francisco, CA) offers Joint Juice®, a quickly absorbed glucosamine supplement drink. The company recently launched the Joint Juice® Easy Shot™ for customers looking for a more simplified health regimen.
Another way to get bone and joint relief in liquid form is Jusuru Life Blend, and, according to the company, Jusuru is the only way to get BioCell Collagen II® in liquid form. BioCell Collagen II is a multipatented blend of skin and joint supporting hyaluronic acid, collagen and chondroitin sulphate, resveratrol and various exotic fruits from around the world that are known for their antioxidant properties.
While You Were Sleeping
Supplement manufacturers continue to seek new and innovative products to make consumers’ health routines easier. When taken before bed, R.E.M.edy by TycolaPro (San Pedri, CA) allows for bone/muscle/joint recovery during sleep. “R.E.M.edy is the first premium Altai Moomiyo soft gel supplement that penetrates quickly to prevent and heal muscle and joint damage while you sleep,” said Tyler Vissers, president of TycolaPro. “REM is the most vital stage of sleep in order for the body to heal and recover; R.E.M.edy contains all the nutrients needed and provides essential support to optimize the results of this regenerative process. Premium Altai Moomiyo, the world’s strongest adaptogen, blended with other nutrients, provides the most comprehensive recovery blend.”
TycolaPro is also working on a daytime formula that will give the body a boost of energy and antioxidants without a jittery feeling. The daytime formula will premier at Expo West in Anaheim, CA, and will be available in late spring.
Not Just For Seniors
Seniors aren’t the only people affected with bone and joint conditions. In fact according to the 2001-04 National Ambulatory Medical Care Survey, an estimate 294,000 children under the age of 18 (approximately one in every 250 children) in the U.S. have some form of arthritis or rheumatic condition.
“Bone and joint products appeal to all age groups,” said Vissers. “Our product, in particular, is popular among high school athletes who want to be able to recover from workouts faster as well as senior citizens who get relief from stiff muscles and joints.”
Strong bone development early in life may help young people avoid bone and joint problems later in life. According to the National Institute of Child Health and Human Development (NICHD), peak skeletal growth occurs during tween and teen years. By the time teens finish their growth spurt around the age of 17, 90 percent of their bone mass is established.
Education
If consumers educate themselves early on, they could get a head start and can lessen or possibly avoid a lot of pain and suffering. “There is a strong need for education in this category,” stated David Ritterbush, CEO for Joint Juice, Inc. “The vast majority of the population is relatively unaware of the state of their joint health, yet the topic is more relevant than ever.”
Retailers can advise customers to get enough calcium, vitamin D and exercise to protect their bones. Continued research also benefits the consumer by giving them more options and opening their eyes to what works and what does not. “The increase in scientific research will benefit consumers by expanding their choice and also by differentiating safe and effective joint ingredients,” said Park.
For Sheets and her staff, much work is done to ensure her customers have the best options to relieve their aches and pains. “I do a lot of research on the products that are carried before they are brought to the store. I must feel they are the best on the market and the company is going to support me with trainings, literature and promotional support so that I can survive in this mass market, internet bargain world.”
“While there are hundreds of bone and joint health supplements out there, the only products that we know will work are those that contain clinically proven ingredients in clinically proven doses,” concluded Lifton. “This message resonates with customers, builds trust and leads them to purchase products that work, driving repeat purchases and word-of-mouth promotion. So it becomes a true win-win for the consumer, the retailer and the supplement manufacturer.”
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